Retargeting (remarketing)

[Reddi2]

Retargeting (aka remarketing) is the repeated and multiple display of advertising for a dental clinic or service website to users who have already visited the landing page. This method is used in both contextual and targeted advertising.

The problems with promoting dental clinics through Yandex Direct are that the platform is strict about advertising medical services and subjects it to serious moderation. For example, medical services in the field of gynecology, proctology, urology and similar sensitive topics can only be advertised on sites with the relevant topics. Consequently, retargeting, which catches up with the user on all resources, cannot be set up for them. Fortunately, dentistry is not included in the circle of sensitive medical topics. Behavioral targeting is allowed for it - displaying ads not on the topic of the site, but based on the user's behavior on the Internet. This is what is used for remarketing.

Useful links:
Retargeting VKontakte
Retargeting in Yandex Direct
Working on reputation
Search Engine Reputation Management (SERM) – reputation management in search engines. Simply put – working with reviews. It has an important impact on the promotion of a dental clinic, since when choosing a clinic, users read relevant reviews on the Internet. They can be posted on the following sites:

mapping services (Yandex Maps, 2GIS, Google Maps);
review sites;
social media.
On all such resources, your clinic should have an account of an official how you can use this database effectively representative who will thank for positive reviews and work on negative ones. It is important not to limit yourself to standard replies, but to show that you solve users' problems. Fake reviews can be challenged if you can prove their inaccuracy. To do this, you need to contact the site administration.

Email Marketing
Email marketing is a regular email newsletter for clients and potential clients that warms up the subscriber and encourages them to come to the clinic for a service. The tool can work very effectively, since dentistry is an area in which a specialist needs to be visited regularly. The newsletter should unobtrusively lead the patient to the fact that he needs to go for a preventive examination, professional teeth cleaning, planned or emergency treatment in this particular clinic. Here it is necessary to combine informational and selling content, remind about the importance of oral care, inform about promotions, provide bonuses.